BACKGROUND This 12-property chain has no presence in Canada. Yet, they were interested in building Canada into a key feeder market. CHALLENGE Create awareness and revenue without advertising or an established business base. SOLUTION LMA undertook a series of events designed to introduce the product to media and travel agents. At the same time, monthly newsletters to a targeted database maintained momentum. FAM trips delivered follow up feature articles. RESULTS Canadian revenue has increased six-fold.
BACKGROUND This 77-room luxury property faces stiff competition from significant growth within the segment: Trump, Ritz, Shangri-La, and a new Four Seasons have all recently been added to the city’s inventory. CHALLENGE Hold customer-base in the face of new competitors. SOLUTION Focus on loyalty and reinforcing the unique elements of the product: art. A new web site, linked to a strong social media platform, re-positioned the Hazelton as the ultimate Toronto destination. RESULTS Maintaining market share and exceeding ADR targets within a competitive market.
BACKGROUND The Westminster Kennel Club Dog Show runs annually in Madison Square Gardens located across the street from the hotel. CHALLENGE Turn this show into a significant revenue-generating event for the Hotel Pennsylvania. SOLUTION Make the property the center of the show by levering public relations events. LMA’s Jerry Grymek becomes the Doggie Concierge; meeting rooms become Doggie Day Spas. RESULTS Massive PR coverage in excess of 150:1 over costs is delivered annually. The property fills with highly rated revenue in a traditionally slower period.
BACKGROUND Canada is Florida’s #1 international market with 3.6 million visitors annually. CHALLENGE Maintain momentum with zero advertising and aggressive competitive destination spending. SOLUTION Take the news bureau approach. Manage leads and monitor activities. Capitalize upon opportunities as presented with cooperative support of the local CVBs. RESULTS Visitor growth of 7.9% in 2012, continuing to outpace all other major feeder markets.